IDEAS home Printed from https://ideas.repec.org/a/col/000129/011447.html
   My bibliography  Save this article

El uso de los arquetipos en la industria de la moda en Colombia

Author

Listed:
  • Lina María Ceballos
  • Juliana Villegas Gómez

Abstract

Los arquetipos se han presentado como una herramienta poderosa para la definición de la personalidad de marca y son especialmente útiles en el mercadeo de marcas de moda. El presente estudio busca comprender el uso de los arquetipos en empresas colombianas de moda, presenta la percepción que tienen los empresarios de esta herramienta e identifica las motivaciones y los obstáculos para su incorporación. Se realizaron 16 entrevistas a profundidad, la mayoría con empresarios que estaban implementando o deseaban implementar los arquetipos. Se evidencia que los jefes de las marcas de moda colombianas presentan varias motivaciones para usar la herramienta; sin embargo, el uso de arquetipos es limitado y presenta múltiples obstáculos para su implementación.

Suggested Citation

  • Lina María Ceballos & Juliana Villegas Gómez, 2014. "El uso de los arquetipos en la industria de la moda en Colombia," Estudios Gerenciales, Universidad Icesi, March.
    • Handle: RePEc:col:000129:011447
    as

    Download full text from publisher

    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1764
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marca; Identidad de marca; Personalidad de marca; Arquetipos; Moda;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000129:011447. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Coordinador ICESI (email available below). General contact details of provider: https://edirc.repec.org/data/fciceco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.